How are you going to rewrite research rules and what does that mean for your brand

In 2024, Google began the large -scale implementation of its new Look for a generative experience (SGE)also known as the informal name of „Ai mode” In Google Research. This new mode of interaction with the search engine radically transforms how users receive information and implies a significant change for brands, publishers and SEO specialists.

This research revolution, fueled by advanced language models (such as Gemini), is the subject of the classic list of links to the responses directly in research results – thus considerably modifying the digital landscape.

This article gives you a technical and strategic analysis on how you have Google mode changes the game rules and what you need to do so that your brand is not behind.

1. What is Google SGE (you have the mode) and how does it work?

Google SGE is a functionality fueled by generative artificial intelligence that appears in search results. Instead of the user to see only classic links (SERP), he receives a summary generated by the most relevant sources.

Technical characteristics:

• Synthesized responses generated at the top of the page.
• Direct integration with Sources Quotes (but without click warranty).
• The possibility of asking additional questions, in a conversational format («ask for a follow -up»).
• Contextual context generated for products, information or opinions.

Rear technology is based on LLM model (large language models) Like Gemini, which have been trained on a huge volume of web data, and which are able to extract, interpret and synthesize complex information in an easy -to -understand format.

2. Impact on organic traffic: decline or transformation?

One of the most discussed consequences of the mode is the decrease in organic traffic. In many cases, users I no longer click on the linksBecause I get the direct response of the AI ​​summary.

Case studies (2024):

• Informative websites have reported Decrease in clicks up to 30 to 40% For certain types of request.
• Blogs and sites with superficial or duplicated content were the most affected.
• Brands with unique authority and content, semantically optimized, had in some cases CTR increases due to IA quotes.

To remember:

• Not all research is active in the mode.
• Google does not offer clear data consoles at the moment when your content appears in the SGE.
• The impact varies depending on the industry: electronic commerce, health, technology, B2B, etc.

3. What do you mean for SEO? (Technique + semantics)

SGE Forces O Deep recalibration of the SEO strategy. It is not enough to be in the top 3 of the snake. You must be relevant For the AI ​​modelWho decides what content fragments to use in his response.

Technical optimization:

• Content structuring Thanks to titles (H1, H2, H3) Clear, Concise and Segmented Content.
• Scheme marking (JSON-LD) becomes vital to help AI understand entities and context.
• The speed of the site, the basic of the vital web and the raffish remain critical factors.

Semantic optimization:

• The content must answer questions directly (questions and answers).
• You must use Semantic entities and natural keywords.
• The conversational tone and concrete examples are appreciated by AI.

Conținut eeat (experience, expertise, authority, reliability):

• Google promotes sources with authority and transparency.
• The articles must highlight the author’s expertise and the sources verified.

4. Do you have mode and electronic commerce: Revolution or risks?

For electronic commerce brands, AI mode provides both opportunities and threats.

Benefits:

• Products can be recommended directly in the Instant of the AI.
• Users receive comparisons between products from different sources (an advantage for DTC brands).
• Authentic journals and structured data (for example, Schema.org/product) can propel visibility.

Risks:

• Users can make choices without visiting your site.
• Low content or lack of reviews considerably affects the chances of occurrence.

Advice: If you sell products, make sure your pages are bogat annotate With structured data, they contain clear specifications, real criticism and media (images, video, etc.).

5

a) Create content for people and have:

• He writes detailed articles, but structured easy to read.
• Includes short answers to frequent questions in the first part of the article.
• Use fleas, tables, comparisons.

b) Invest in the brand and authority:

• Built a solid backlinks profile.
• Publishes sources of trust in industry.
• It emphasizes the content created by experts, not just generic.

c) Monitor the changes:

• It follows the evolution of impressions and the CTR in the Google research console.
• Make A / B tests on different types of content.
• Be ready to update the pages affected by AI mode often.

d) Diversify traffic sources:

• Do not count exclusively on Google research.
• Invest in newsletters, social networks, partnerships and referencing on other platforms (YouTube, Reddit, Tiktok).

Conclusion

Google’s IA mode is one of the biggest revolutions in the history of search engines. This is a structural change, which forces brands to adapt quickly to a new information ecosystem, dominated by artificial intelligence.

The key to success is Anticipation of change and adaptation of content to new reality requirements. The marks that prioritize the real value, transparency and semantic optimization will succeed not only, but prosper in the era of research on AI.